Great case study for hybrid methods: the ASX Share Ownership Study
The research for the study was conducted by Creative Catalyst Insights, who invited me to join in the project, as had been the case in previous years. Working with a great team at ASX, we ran a CATI study and an online study side-by-side.
While we knew we could reach people on mobiles as well as land lines, the questionnaire itself was not suitable for phone-based mobile research. However, we were concerned about the risks of moving an established tracking study from CATI to online because it was clearly important that the sample for the online panel include a cross-section of all types of share investors.
The CATI survey acted as the Control. The CATI questionnaire included only the key incidence questions.
The online survey also included the incidence questions, as well as questions about investment types, distribution, media use and attitudes to investing.
We were able to use the Control data collected by CATI to weight the online sample. On this basis, we can confidently state that the incidence of share investing in Australia is 36%, down from 38% two years before.